science of persuasion - summary and conversation lesson

Dr. Robert CialdiniSteve Martin

• Dr. Robert Cialdini: Professor Emeritus of Psychology and Marketing, Arizona State University.

• He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion

What are the six shortcuts?

Scarcity

• How much of something exists• British airlines discontinued use of Concord• What is unique• What do they stand to lose

Reciprocity

• People give back what they have received• Candy with the tip: one mint vs two mints• Candy with the tip: you are special, here’s more• Personalized• Unexpected

Authority

• People follow the lead of credible experts• Display medical diploma• Uniforms• Property appraisals and contracts

Consistency

• Ask for small commitments that can be made• Drive safe postcard vs billboard on lawn• Voluntary, active, public commitments

Liking

• Three factors:• Similarities, compliments, cooperation• 2 groups, time = money vs. Small talk• Genuine compliments• Dale Carnegie

Consensus

• Actions and behavior of others influences our actions

• Towels on floor of hotel room: environmental benefits vs. awareness of others’ actions

• THIS room

Summarize: